to advertise / recruit
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to advertise for
To carry out activities to make a product, service, or idea known and encourage people to buy or support it. This is often done through ads, posters, or commercials.
Die Firma wirbt mit einem neuen Fernsehspot für ihr Waschmittel.
The company is advertising its laundry detergent with a new TV commercial.
to seek
To make an effort to win someone over for a cause, a group, or a position.
Der politische Kandidat wirbt um die Stimmen der unentschlossenen Wähler.
The political candidate is seeking the votes of undecided voters.
to recruit
To try to find and persuade new employees or members for a company or association.
Große Tech-Unternehmen werben gezielt an Universitäten um die besten Absolventen.
Large tech companies specifically recruit the best graduates at universities.
'Werben' (to advertise/recruit) is an irregular verb. In the present tense, the vowel changes from 'e' to 'i' in the 2nd and 3rd person singular ('du wirbst', 'er/sie/es wirbt'). The simple past is 'warb' and the past participle is 'geworben'.
Er wirbt für seine neue App.
He is advertising his new app.
The preposition reveals the intention: you use 'werben für' (to advertise for/promote) a product or idea (accusative) in order to make it known. You use 'werben um' (to seek/compete for) a person, a group, or their favor (accusative) in order to win them over.
Ein bekannter Sportler wirbt für die neue Schokolade.
A well-known athlete is advertising the new chocolate.
The noun for this verb is 'die Werbung' (advertising). It refers to the activity of 'Werben' (advertising/recruiting), that is, advertising or promotion. A person who advertises or recruits is 'der Werber' or 'die Werberin' (advertiser/recruiter).
Im Fernsehen läuft ständig Werbung.
There is advertising on TV all the time.
When someone is making an effort to win something or someone over, 'werben' (to seek) is often combined with people or their approval: 'um Kunden werben' (to seek customers), 'um Wählerstimmen werben' (to seek votes), 'um Vertrauen werben' (to seek trust), or 'um die Gunst von jemandem werben' (to seek someone's favor).
Das Unternehmen muss aktiv um neue Kunden werben.
The company must actively seek new customers.
In the context of personnel or new members, 'werben' means something like 'rekrutieren' (to recruit). It often appears with the preposition 'um' ('um neue Talente werben' — to recruit new talent) or with a location ('an Hochschulen werben' — to recruit at universities).
Die Firma wirbt auf Jobmessen um qualifizierte Ingenieure.
The company is recruiting qualified engineers at job fairs.
to advocate / plead
Werben für and plädieren für can both involve seeking support for an idea. Werben is directed at an audience and aims to win people over to the idea; plädieren emphasizes that someone strongly puts forward their own position and supports it with arguments.
Die Initiative wirbt mit Plakaten für einen neuen Spielplatz.
The initiative is using posters to campaign for a new playground.
Die Sprecherin der Initiative plädiert im Gemeinderat mit guten Argumenten für einen neuen Spielplatz.
The initiative's spokesperson is arguing for a new playground before the town council, using good arguments.
